Sunday, July 19, 2015

From the
onset of the class, I was expecting a repeat of Principles of Digital Marketing
from my time in the undergrad business program. Maybe a little bit of Digital
Literacy sprinkled in for continuity’s sake. To my relief, I was wrong. The
in-class simulations have been the main earner of the class for me. I have been
able to take advantage of the subject matter from each phase of the
simulations. From there, I further enhanced my sales approach to multiple
coporate systems at once.

I also
found value in the lynda.com suggestions from the GoTo Sessions. The video on marketing
and monetizaton on Youtube brought up a number of points that apply to much
more than just the digital platform. For instance, during the video, Anson
Alexander discussed the importance of authenticity among content creators
(Alexander,2014). This isn’t just in reference to what they post, but also who
they affiliate themselves with via sponsorships or affiliated marketing
agreements. Taking into account the psychological makeup of the current generation,
Anson is absolutely right. Millenials are a “show me” generation, primarily.
The immergent consumer is more inclined to buy a product that will benefit them
in more ways than one. However, the primary focus for this group remains: “Prove
to me what you’re saying is real.”

On the
other side of that sentiment, popular Youtube personalities are commonly
associated with brands by the public, at mere mention of a brand or service
mark in their videos. This could be attributed to a number of factors, all of
which are host to the accountability of the people.

·Co-branding “alliances” between companies and
content creators may not be publicized in every case, leading to confusion of
the public as to the connection between company and personality.

·Content creators, most of whom maintain some
level of celebrity, are still private citizens and are under no obligation (civil
or contracted) to divulge personal information at the request of the public.

·The possibility of misinterpretation on the part
of the public is everpresent. The drop of a brand name or product in a video is
commonly taken out of context by consumers and viewers.

Sunday, July 12, 2015

Anyone who aspires to conduct business in a
professional setting will eventually learn the importance of having the right
resources available for a job. Seasoned recording artists may enlist the
services of a certain producer based on the message he sends in his work, or on
the consumer base he has access to. Event coordinators may align with different
promoters and venue managers based on a number of factors congruent with
executing a live event. Regardless of the context, having the right tool for
the job is often times the difference between a project ending in resounding
success or a slow-motion train wreck.

Producing
and coordinating live events, I’ve worked with a number of marketing
professionals shopping and licensing content. I’ve always suspected that the
reason we’re able to function so seamlessly together is simply: both of our
industries are inextricably dependent on each other. Simply examining the
mechanics of each industry lends legitimacy to this assertion.

“Live events” in the applicable context, refers to any and all public or
restricted-access events and/or ploys that stand to yield economic, demographic
or psychographic information beneficial to the event’s producer(s). Think of
this as a science. Live events are the experiments that yield data. At the
conclusion of any concert or branded party, analytics are done with respect to
accounting, safety, allocation of assets and customer service. These reports
(data) are usually sent to upper mid-level management personnel for a decision
as to how the information will be re-implemented into the standard operating
procedure. Among those privy to this information are representatives from the
Marketing Department.

Marketing
is the intelligence community of business. A sound marketing department ideally
takes in more information than it puts out in reference to their respective
consumer base. The analytical data extracted from live events commonly becomes
the basis for new product lines, albums, films, music videos, festivals, etc.
It is essentially the distinguishing mark of a company that pays attention to
the customer and gives them what they ask for.

Still
need evidence that marketing and live events are tied together? Two words:
TRADE SHOW. (drops mic)